Abstract

ABSTRACT THE EFFECT OF DISSATISFACTION, SALES PROMOTION AND VARIETY SEEKING ON BRAND SWITCHING (A RESEARCH FOR ANDROMAX USERS ON SEBELAS MARET UNIVERSITY) By DWI SANDY EFENDY NIM. F0210055 Brand switching is a phenomenon that often occurs in all types of markets, especially at the perfectly competitive market where there are many similar products from different brands. Recently, this situation becomes a trend in Indonesia; triggering many gadget producers to offer their product advantages aggressively. This makes the Indonesian consumers become more susceptible to brand switching. This research is started on how Smartfren, the perpetrators company bundling of Andromax smartphone, attracts new consumers and keeps the existing customers to refrain them from brand switching towards other providers and smartphone brands. This study aims to analyze of dissatisfaction, sales promotion, and variety seeking in brand switching of Andromax smartphone users. The samples in this study are 175 students of SebelasMaret University who are Andromax smartphone users. The sampling technique in this research is non probability sampling using a convenience sampling. The analytical tool used in this research is multiple linear regression SPSS 20. The result shows that sales promotion negatively affects toward dissatisfaction, however dissatisfaction has a significant and positive effect toward brand switching, and lastly variety seeking negatively effects the relationship between dissatisfaction and brand switching. This study has some weaknesses such as the limited of the object and setting of the study which are only focused on a certain product and target. Thus, the researcher hopes that the next researchers who are interested in the same field may cover the weaknesses mentioned above in the future. Keywords: Brand Switching, Dissatisfaction, Sales Promotion, Variety Seeking